ICTs as a factor of effectiveness in the Digital Marketing of SMEs.

Abstract

This study analyzes the use of Information and Communication Technologies (ICT) specifically social networks, as a means of digital marketing used by small and medium enterprises (SMEs) in the gastronomic sector of Babahoyo. The object of study was the ventures of the year 2018. In-depth interviews were conducted with their owners and managers, as well as the monitoring of digital marketing strategies applied in social networks. The research reflects that the use of ICT has been a determining factor for the rapid and massive positioning of SMEs; in addition to reflecting the need for new entrepreneurs to develop digital marketing skills.